Complexity Gaming enters strategic partnership with MillerCoors

North American esports organisation Complexity Gaming has entered a strategic partnership with beer brewing company MillerCoors.

MillerCoors’ Miller Lite is now the exclusive alcoholic beverage of Complexity Gaming.

Image credit: Complexity Gaming

As part of the deal, MillerCoors will sponsor a room in Complexity Gaming’s new headquarters, the GameStop Performance Center. The Miller Lite Player Lounge will be an area for players to let off some steam with each other and will have a ‘video wall’ where people can watch gameplay.

Daniel Herz, Chief Revenue Officer at Complexity Gaming commented in a release: “We couldn’t be more excited to welcome MillerCoors to the Complexity family. The company’s desire to dig-in and learn fans’ wants and needs makes MillerCoors an ideal partner. Together, we will take the time to truly invest in the gaming community and culture, so we can better support and enhance gamers’ experiences, rather than change behaviors.”

The new partners will also work together on an original content series that sees players and personalities that represent Complexity Gaming tell their favourite stories from esports. Additionally, MillerCoors will host watch parties at the headquarters over the course of the year.

Anup Shah, Vice President, Miller Family of Brands at MillerCoors added: “We have spent the last year and half learning as much as possible about the gaming space and introducing ourselves to the community through influencer activations and live-stream media partners. While the reception we have received to this point has been nothing but positive, we want to extend our presence in an authentic way and believe that Complexity is the right partner to help us do that.”

The organisation unveiled its brand new identity earlier this month, bringing its identity more inline with that of the Dallas Cowboys. The rebrand included a new logo and colours, new merchandise, and a new company manifesto.

Just last month, Complexity Gaming partnered with Taiwanese technology company MSI. It’s also in partnerships with Twitch, GameStop, HyperX, Panini, WinStar World Casino and Resort, and H4X.

Esports Insider says: This is certainly an interesting and unexpected partnership, though it makes some sense when you consider the perks of the deal. Miller Lite being available for Complexity’s players after a long day of training could well go down a treat!